The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands

Master's Thesis , 2018 , 102 Pages , Grade: 1,0

Business economics - Offline Marketing and Online Marketing

This study provides valuable recommendations for brand managers and media planners for controlling brand related content in social networks, and for future researchers when exploring the effects of social interactions on brand equity elements.

Brand managers and researchers have limited understanding of overexposure and its impact on consumer’s perception of the brand. Particularly the segment of streetwear in fashion has not been assessed by research much, despite its commercial success and impact on the fashion market. This insightful book explores how excessive visibility and saturation in the market can adversely impact brand perception, customer loyalty, and overall brand equity. Drawing on comprehensive research and case studies, the author dissects the nuanced interplay between visibility, exclusivity, and authenticity in the realm of luxury streetwear.

Readers can expect to gain a deep understanding of the challenges faced by these brands in maintaining a delicate balance between accessibility and exclusivity, shedding light on the potential pitfalls of overexposure that can erode the unique allure of luxury streetwear labels.

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
  • Rationale
  • Aim and Objectives
• LITERATURE REVIEW
  • Social Media
    • User Generated Content
      • C2C Communications in Online Brand Communities
    • Firm Created Content
    • Exposure and Mere-Exposure Effect
      • Overexposure in Online and Offline Environments
  • Streetwear
    • Definition, Origin and Development
    • Streetwear Brands on Social Media
    • Development of Luxury Streetwear
    • The Dream Formula and the Rarity Principle
  • Millennial Generation
    • Definition and Characteristics
    • Millennials and Use of Social Media
  • Brand
    • Brand Equity Models
    • CBBE Dimensions
      • Social Media Communication's Impact on CBBE
  • Conceptual Framework and Development of Hypotheses
• METHODOLOGY
  • Research Philosophy
    • Positivism
    • Realism
    • Interpretivism
    • Pragmatism

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The dissertation examines the impact of social media overexposure on consumer perceptions of luxury streetwear brands. Specifically, it investigates the relationship between overexposure on social media and three key brand equity dimensions: brand awareness, brand association, and brand loyalty. The study explores the moderating roles of firm-created content and user-generated content in this relationship.

• The effect of social media overexposure on brand equity dimensions of luxury streetwear brands.
• The moderating impact of firm-created content and user-generated content on the relationship between overexposure and brand equity.
• The role of social media in shaping consumer perceptions and brand loyalty in the luxury streetwear market.
• The impact of millennial consumers' engagement with social media on brand equity dimensions.
• The implications of the findings for brand managers and media planners in managing brand content and social media strategies.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter provides an overview of the research topic and outlines the rationale for the study. It highlights the importance of understanding the impact of social media overexposure on luxury streetwear brands and introduces the research questions and objectives.
• Literature Review: This chapter presents a comprehensive review of relevant literature on social media, user-generated content, firm-created content, exposure and mere-exposure effects, streetwear, the millennial generation, and brand equity. It explores existing theories and conceptual frameworks related to the research topic.
• Methodology: This chapter details the research methodology employed in the study, including the research philosophy, research design, data collection methods, and data analysis techniques. It describes the sample population, the survey instrument, and the statistical methods used for hypothesis testing.

Schlüsselwörter (Keywords)

This dissertation focuses on key terms and concepts such as social media overexposure, brand equity, luxury streetwear, user-generated content, firm-created content, millennial generation, brand perception, consumer behavior, and social media marketing.

• College: Glasgow Caledonian University (GCU London)
• Grade: 1,0
• Author: Marten Anton Wolters (Author)
• Publication Year: 2018
• Pages: 102
• Catalog Number: V1441069
• ISBN (PDF): 9783964877505
• ISBN (Book): 9783964877512
• Language: English
• Tags: Brand exposure, Digital Marketing, User-Generated Content, Streetwear, Overexposure, Instagram, Brand management, Social Media, Brand Equity, Luxury Fashion, Modemarkt, Authentizität, Exklusivität, Markenwahrnehmung, Customer loyalty, Brand perception